For businesses looking to expand their digital advertising reach, Bing Shopping Ads offer a valuable platform to showcase products to millions of potential customers. This guide provides step-by-step instructions for establishing your presence on Bing's advertising platform through Merchant Center.
I. Store Setup: The Foundation of Bing Shopping Ads
Before launching Bing Shopping Ads, creating a verified store is essential. Your store serves as the digital storefront where product information is displayed and connects your offerings with interested shoppers.
Detailed Setup Process:
- Access Bing Ads: Begin by navigating to the official Bing Ads website and logging into your account.
- Locate Merchant Center: Within the advertising dashboard, find and select the "Merchant Center" option to access store management.
- Initiate Store Creation: Click the "Create Store" button to begin establishing your dedicated storefront.
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Complete Store Information:
- Store Name: Select a clear, brand-aligned name that's easily recognizable.
- Domain Verification: The recommended method is verification through UET (Universal Event Tracking) tags, which serve dual purposes of domain ownership confirmation and user behavior tracking.
- Contact Details: Provide a valid email address for receiving platform notifications.
- Finalize Creation: Review all entered information before clicking "Create Store" to complete the process.
- Review Process: After submission, your store will undergo system review. The approval timeline varies, and status updates are visible within the store management interface.
II. Merchant Center Feed: Managing Product Information
With your store established, the next step involves creating a Merchant Center Feed to upload product data. Two primary methods exist for feed creation: importing from Google Merchant Center or manual setup.
A. Importing from Google Merchant Center
For businesses already utilizing Google Merchant Center, this method streamlines the process by transferring existing product information.
- Initiate Import: Within Merchant Center, select the "Import" option.
- Create New Import: Click "+ New Import" to begin the transfer process.
- Google Account Authorization: Authenticate using your Google account credentials.
- Account Selection: Choose the specific Google Merchant Center account containing your product data.
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Feed Configuration:
- Assign a descriptive feed name for future reference
- Select appropriate target country and language settings
- Click "Create Feed" to generate the product listing
- Import Confirmation: Select the specific feeds for transfer and proceed.
- Schedule Setup: Establish either immediate transfer or recurring daily updates for ongoing synchronization.
- Process Initiation: Click "Start Import" to begin data transfer.
- Status Monitoring: Initial status typically appears as "Pending" before transitioning to "Success" upon completion.
- Data Verification: Review imported product information for accuracy and completeness.
B. Manual Feed Creation
This alternative method provides greater control over product data submission for businesses not using Google Merchant Center or requiring customized product listings.
- Feed Generation: Navigate to the "Feeds" tab and select "+ Create Feed."
- Template Download: Obtain the platform's sample feed file (available in CSV or XML format) containing all required product fields.
- Data Entry: Populate the template with accurate product information, ensuring all mandatory fields are completed.
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File Submission:
- Assign a recognizable feed name
- Select the matching file format (CSV or XML)
- Choose "Manual Upload" and select your completed file
- Click "Create Feed" to submit your product data
Following these steps completes your store and product feed configuration. After platform review to ensure compliance with advertising policies, you can begin creating shopping campaigns to showcase products to potential customers.